Windows Phone slips slightly in Europe under onslaught from the Moto G

KANTAR-150Kantar has today reported on their smartphone market share numbers for the 3 months ending February 2014.

The numbers show a slight weakening in Windows Phone’s position in Europe,  with the OS dropping from 10.1  a month earlier to 9.7% of the EU5 market.

Dominic Sunnebo,strategic insight director at Kantar Worldpanel ComTech,  blames some market share losses on the influence of the cheap as chips Moto G.

“Motorola was nowhere in Europe before the Moto G launched in November last year, but the new model has since boosted the manufacturer to 6% of British sales. It highlights the speed at which a quality budget phone can disrupt a market. The same pattern can be seen in France with Wiko, which has 8.3% share, and Xiaomi in China with 18.5%.”

Sunnebo continues: “Consumers are far more tech savvy than they were just a few years ago and the rising commoditisation of smartphones means we increasingly rely on online views and handset cost to drive our decision making. Some 40% of British consumers are heavily influenced by internet reviews when deciding which mobile to buy and 48% of Moto G sales were made online. With virtually no existing customers to sell to in Britain, the Moto G has stolen significant numbers of low-mid end customers from Samsung and Nokia Lumia.”

Windows Phone did however see somge growth in other markets, hitting 5.3% of the US market in February, up from 4.1% last year and 5.0% a month earlier.

It also grew somewhat in the important market of China, from 0.7 to 1% of the market month on month.

It is however clear that Windows Phone needs a response to a high spec, low price handset such as the Moto G, and the Nokia Lumia 630, which lacks an HD screen and Quadcore processor, is probably not that handset.

See the full results after the break.


Source: Kantar WorldPanel

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